Consumer Acceptance and Willingness to Pay for Genetically Modified Vegetable Oil and Salmon: A Multiple-Country Assessment
Consumer Acceptance and Willingness to Pay for Genetically Modified Vegetable Oil and Salmon: A Multiple-Country Assessment
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消费者对转基因植物油和三文鱼的接受度和支付意愿：多国评估
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发表时间：
2003
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通讯作者：
W. Chern
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作者：
W. Chern
自1996年第一次批准转基因作物商业化以来，阿根廷和美国采用转基因大豆，美国采用Bt和耐除草剂玉米，中国、南非和美国采用Bt和耐除草剂棉花的情况非常显著（Fernando-Cornejo & McBride，2002年; Darr & Chern，2002年）。表1显示，美国转基因大豆的采用率从1996年的7.4%上升到2002年的75%。全部基因改造玉米的采用率在1999年达到38%的高峰，然后在2001年下降到26%，随后在2002年恢复到34%。转基因棉花也表现出与转基因大豆相似的趋势。美国农民普遍接受转基因生物（GMOs），但同时对转基因作物营销的不确定性感到沮丧。在世界许多地方，特别是在欧洲和日本，消费者的接受程度有所提高。特别是，许多农业进口国对转基因食品实行强制性标签，加剧了关于生物技术在农业生产中应用前景的辩论。消费者的接受程度已成为转基因食品在全球农业市场上成功销售的关键。据说，各种因素引起了消费者的担忧。消费者组织和其他非政府组织（NGO）表达了对抗生素抗性标记基因、潜在过敏反应、伦理和宗教问题以及由于标签不充分而导致消费者缺乏选择的担忧（Franks，1999）。这些组织在世界许多地方推动增加监管和转基因标签。反过来，这种监管的建议使了解消费者接受的程度以及影响消费者对转基因食品的态度和看法的因素变得更加紧迫和重要。在美国，转基因食品的标签是自愿的;市场上没有食品被标记为转基因食品，尽管许多食品确实含有转基因成分。在其他国家，例如欧洲联盟和日本，许多产品的转基因食品标签是强制性的。在这种规管环境下，大部分（如果不是全部的话）食品制造商和零售商都不会销售任何基因改造食品，因为担心消费者抵制。由于市场上找不到这样标记的转基因食品，消费者对转基因食品的接受程度不容易评估。因此，我们需要使用其他手段，如消费者调查。为了了解影响消费者接受转基因食品的因素，并估计非转基因产品的支付意愿（WTP），我们一直在进行一项多国调查项目。具体而言，自2000年以来，我们组织了一个联合研究项目，在日本、挪威、台湾和美国对消费者对转基因食品的态度进行了多国分析，并得出了消费者对转基因食品与非转基因食品的支付意愿。在2000年和2001年期间，我们在这四个国家进行了统一的学生调查。最近，在2002年3月和4月，我们在挪威和美国完成了一项全国性的电话调查试点，使用了一份经过修订但统一的问卷。其他消费者调查已在美国进行（Hoban，1998，1999; Hallman & Metcalfe，2001; Moon & Balasubramanian，2001;门登霍尔和埃文森，2002年），意大利（Boccaletti和摩罗，2000年），联合王国（Burton，Rigby，Young，& James，2001）、德国（Spetsidis & Schamel，2001）、比利时（Verdurme，Gellynck，& Viaene，2001）和日本（Macer & Wen S.俄亥俄州州立大学农业、环境与发展经济学系
Since the first approval for commercialization of genetically modified (GM) crops in 1996, the adoptions of GM soybeans in Argentina and the United States (US), Bt and herbicide-tolerant corns in the US, and Bt and herbicide-tolerant cottons in China, South Africa, and the US have been phenomenal (Fernandez-Cornejo & McBride, 2002; Darr & Chern, 2002). Table 1 shows that the adoption rate of GM soybeans in the US increased from a mere 7.4% in 1996 to 75% in 2002. The adoption rate of total GM corn reached the peak of 38% in 1999, then declined to 26% in 2001 and subsequently recovered to 34% in 2002. Genetically modified cotton also exhibits a trend similar to GM soybeans. US farmers in general have embraced genetically modified organisms (GMOs), but at the same time are frustrated with the uncertainty of marketing GM crops. Uncertainties of consumer acceptance have increased in many parts of the world, especially in Europe and Japan. In particular, the imposition of a mandatory labeling of GM foods in many agricultural importing countries has intensified the debates on the future of biotechnology application in agricultural production. Consumer acceptance has become a key for success in marketing GM foods in the global agricultural market. Various factors are said to cause consumer concerns. Consumer organizations and other nongovernmental organizations (NGOs) have expressed concerns regarding antibiotic-resistant marker genes, potential allergic reactions, ethical and religious concerns, and the lack of consumer choice due to inadequate labeling (Franks, 1999). Such organizations have pushed for increasing regulation and GMO labeling in many parts of the world. Proposals for such regulation, in turn, make it more urgent and important to understand the extent of consumer acceptance and the factors affecting consumer attitudes and perceptions toward GM foods. In the US, the labeling of GM foods is voluntary; no foods have been labeled as GM foods in the market, even though many food products do indeed contain GM ingredients. In other countries, such as those in the European Union (EU) and Japan, the labeling of GM foods for many products is mandatory. Under this regulatory environment, most if not all food manufacturers and retailers would not market any GM foods for fear of consumer resistance. Because GM foods labeled as such cannot be found in the marketplace, the extent of consumer acceptance of GM foods cannot be easily assessed. Thus, we need to use other means such as consumer surveys. In order to understand the factors affecting the consumer acceptance of GM foods and to estimate the willingness to pay (WTP) for non-GM products, we have been conducting a multicountry survey project. Specifically, since 2000, we have organized a joint research project to conduct a multicountry analysis on consumer attitudes toward GM foods and on eliciting the consumers WTP for GM vs. non-GM foods in Japan, Norway, Taiwan, and the United States. During 2000 and 2001, we conducted a uniform student survey in the four countries. Most recently, in March and April 2002, we completed a pilot national telephone survey in Norway and the US, using a revised but uniform questionnaire. Other consumer surveys have been conducted in the US (Hoban, 1998, 1999; Hallman & Metcalfe, 2001; Moon & Balasubramanian, 2001; Mendenhall & Evenson, 2002), Italy (Boccaletti & Moro, 2000), the United Kingdom (Burton, Rigby, Young, & James, 2001), Germany (Spetsidis & Schamel, 2001), Belgium (Verdurme, Gellynck, & Viaene, 2001), and Japan (Macer & Wen S. Chern Department of Agricultural, Environmental, and Development Economics, The Ohio State University